Description
Test Bank for Services Marketing An Asia Pacific and Australian Perspective 6th Edition Lovelock
Table Of Contents
Part 1 Understanding the nature of service products and markets
1 Marketing in the service economy
2 Customer behaviour, culture and service encounters
3 Positioning services in competitive markets 67
Part 2 Building the service model and creating customer value
4 Developing service products: core and supplementary service elements
5 Distributing services through physical and electronic channels
6 Understanding costs and developing pricing strategy
7 Balancing productive capacity and demand
8 Integrated services marketing communications
9 Managing people for service advantage
10 Crafting the service environment
Part 3 Challenges for senior management
11 Managing the customer service function
12 Customer satisfaction and service quality
13 Managing relationships and building loyalty
14 Handling customer complaints and managing service recovery
